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In the dynamic world ofmarketing, it’s sometimesdifficult to understand andevaluate the knowledge,skills and competenciesof those who act as yourmarketing department.While not an exhaustivelist, we picked 15 thingsyou need to look at whenseriously assessing thequality of your marketing.Is it timeto give ‘em the boot?
IS IT TIMETO GIVE YOUR
MARKETING DEPT
THE BOOT?
©
2009
Randy & Donny VaughnThe Marketing Twins
www.MarketingTwins.com/theboot
 
Are you struggling yet AGAIN with theconfidence you have in the marketingdecisions being made? Tired of spendingalot of money without the assurance you aredoing the right thing?If you operated in previous years withouta clear marketing strategy, you shouldconsider giving the boot to whomever shouldhave done for your business ions ago. Youowe it to your employees, your clients,your family and to your company’s vision:quit limping through each day with lousymarketing direction.IS IT TIME TO GIVE ‘EM THE BOOT?Let’s examine 15 areas of competency thatwill help you evaluate the decisions comingout of your marketing department.If you can't walk into yourmarketing department's office andget a clear, concise answer to thefollowing question, let 'em go:"Who are our ideal clients and how are wemarketing specifically to them?"If your marketing departmentplaces a premium on award-winning design (above gettingreal results), then you may wantto rethink: “Are they working for yoursuccess, or are they more concerned withthe recognition they receive?”If your marketing departmenthasn’t identified a clearlydefined set of keywords andphrases to use in all yourmarketing collateral, your marketingdepartment is likely not helping youget top search results on Google.If your marketing folks don’tknow what the acronym “SEO”means, you need serious help.
 t h e y  s a  i d  w h a  t?
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O H , R E  A L L Y ? 
If your marketing committeehas tossed out every form oftraditional advertising anddeclared social media as theonly way of marketing, then you'vegot a marketing department withoutan effective understanding of acomprehensive plan.(Oh, but if your marketingdepartment hasn't heard of, orhas no idea how to incorporatesocial media into a systematicmarketing strategy, give ‘em the boot!)If your people resist the ideaof niche marketing, insteadinsisting that “if we go toonarrow, we’ll miss people” -well, let’s just say you might want toshow them the narrow way out the door!
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Has your marketing departmentbeen obtaining permissionto get as many emailaddresses of your customers andeven interested prospects? If not,then ask yourself, “what if theywent to a tradeshow and didn’t comeback with any information on evenone person to follow-up with?” Areyou gonna keep pushing yourselfon cold leads or will you marketmore efficiently to those who havealready had a positive experience orat least expressed an interest inwhat you offer? A permission-basedemail marketing system is one reallygood way to follow up and is oftenmore efficient than a phone call.
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keithmonaghan

Great stuff here, guys. It's good to see some solid, pragmatic advice for those struggling to understand their marketing departments and decipher "marketing speak" (a language that deserves to die an ugly death, in my opinion). Thanks for a great e-book!

reply07 / 09 / 2009
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